Jamie Oliver Relaunches Jamie’s Italian in Leicester Square, Offers Free Pasta

Jamie Oliver is bringing Jamie’s Italian back to London’s West End with a 140-seat restaurant in Leicester Square and a string of opening promotions designed to draw fans back. This relaunch, announced as a partnership with the Brava Hospitality Group, will see a Leicester Square venue offering terrace seating in warmer months and bookings already listed as available, with some reports giving the address as 17–18 Irving Street.

The relaunch includes a nostalgic “pasta amnesty” that invites diners to return original Jamie’s Italian napkins or old loyalty gold cards in exchange for a complimentary bowl of pasta or Ravioli Fritti during the opening weeks, a move described by This is Local London as a tribute to long-standing customers and to tens of thousands of the chain’s distinctive blue-and-white napkins that were taken as souvenirs. Jamie Oliver said, as carried by This is Local London, “I’m beyond excited to be opening the Jamie’s Italian doors once again – it’s been quite the journey, but I’m truly humbled by the support you’ve shown us over the years. And for those of you still holding onto a cheeky ‘borrowed’ napkin or an old-school gold card, bring it down and we’ll treat you to a free bowl of pasta or Ravioli fritti– no questions asked. It’s my way of saying a massive thanks for sticking with us. See you at the table!”

Opening-day mechanics are reported differently across outlets. Jamie’s Italian’s own site carries a page titled “Free Pasta 9th March 2026 - Terms & Conditions,” and Obnews and the Express both report a March 9 promotional day offering free fresh pasta to walk-in guests between 12pm and 9pm. Express sets out stricter mechanics, stating eligible guests who visit on March 9 can receive one free fresh pasta dish when they buy any drink and present a redeemable voucher available to download from the Jamie’s Italian website, with the option to take a margherita or pepperoni pizza instead of pasta. Obnews describes the opening-day offer simply as a complimentary fresh pasta dish for walk-ins from 12pm until 9pm. This is Local, by contrast, gives a March 11 opening date for the Leicester Square restaurant; the differing dates and conditional terms remain unresolved in reporting.

Menu and pricing details published around the relaunch preserve familiar Jamie’s Italian staples alongside new dishes. Sources say returning favourites include prawn linguine, the “legendary” meat planks and cult-status Ravioli Fritti, supported by daily fresh pasta; new additions reported are cacio pepe arancini and walnut gnocchi. This is Local, Express and Obnews each note that mains will be priced under £15.

The relaunch sits against the chain’s previous collapse: Jamie’s Italian first opened in 2008 and the brand entered administration in 2019, a collapse that several outlets recall as having led to 22 restaurant closures and 1,000 job losses, language echoed in coverage that quoted the episode as what the chef labelled “a minor blip.” The relaunched site’s online presence shows a copyright notice for BF Dining Limited, and the Jamie’s Italian website carries a newsletter sign-up and the official March 9 T&Cs page, where vouchers and promotion details are published.

If the March 9 promotion proceeds as the site’s T&Cs and multiple outlets indicate, Leicester Square will serve complimentary bowls of fresh pasta between 12pm and 9pm on opening day while the napkin amnesty runs through the opening period, marking a carefully staged attempt to reconnect the brand with diners and reclaim some of the chain’s former fanfare.